Abstract
This study examines the effect of customer participation in new product development (NPD) on product success. Survey responses collected from 128 matching, multiple-firm sources show that customer participation, through both online and offline channels, has a positive effect on new product success. Results also reveal that environmental dynamism moderates this relationship because it influences managers’ ability to cognitively process gathered information. This ability to cognitively process gathered information, in turn, impacts customer participation’s effect on product success, raising
the question of whether this market research technique in itself contributes to product outcomes. Results highlight the importance of carefully orchestrating consumer involvement in the NPD process.
the question of whether this market research technique in itself contributes to product outcomes. Results highlight the importance of carefully orchestrating consumer involvement in the NPD process.
| Original language | English |
|---|---|
| Publication status | Published - 2014 |
| Event | Australia and New Zealand Marketing Academy Conference: Agents of change - Griffith University, Brisbane, Australia Duration: 1 Dec 2014 → 3 Dec 2014 http://anzmac.org/resources/view/ANZMAC-2014-Proceedings |
Conference
| Conference | Australia and New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | ANZMAC 2014 |
| Country | Australia |
| City | Brisbane |
| Period | 1/12/14 → 3/12/14 |
| Internet address |